~ Informing, Educating and Influencing

Improving Personal Media Literacy

Media literacy involves becoming aware of the ways in which the media attempt to influence an audience through messaging, be it verbal or otherwise. W. James Potter provides 12 guidelines to increase personal media literacy in his book Media Literacy, 6th edition which include:

Strengthening one’s personal locus

Focusing on usefulness as a goal when exposing oneself to the media

Developing an accurate awareness of one’s media exposure

Acquiring a broad base of useful knowledge

Taking in consideration the Reality-Fantasy Continuum

Examining one’s mental codes

Examining one’s opinions

Changing behaviors, as appropriate

Making cross-channel comparisons

Becoming skilled at designing messages

Not taking one’s privacy for granted

Taking more personal responsibility

These are well thought out guidelines to which I would include a couple of thoughts. In regard to item nine, while making cross-channel comparisons may increase the depth of knowledge surrounding a topic, but one must realize that many channels of information are owned by the same conglomerates (graphic from Mondo Times).

Who Owns the Media

For example, Columbia Broadcasting System (CBS) is one of the top six producers and owners of content from an American perspective. It controls television channels, for which it is primarily known, as well as film, radio, publishing, and various other “online properties.” News Corporation, a competitor of CBS, owns many of the same types of media that CBS does, but News Corporation adds newspapers and magazines to its portfolio AND maintains a global focus with its properties (Columbia Journalism Review, 2011; Mondo Times, 2012). The point is: checking information from a source on TV (channel 1) to a source in print (channel 2) may not be advantageous if the sources are owned by the same corporation (which may not be immediately evident). People tend to seek out information that supports their existing world views and, as a result, they reinforce what they believe and rarely understand counter viewpoints, or the entire picture.

To be knowledgeable on a topic means to thoroughly understand the arguments for and against it – having a broad base of knowledge (number four on Potter’s list). In order to accomplish that, one must take the time to consume the messaging from the other “side” – a cross-party comparison. This may mean watching content that may not be in one’s comfort zone while maintaining a neutral attitude and keeping an open mind about a topic. A technique I have developed for myself, having worked with the media extensively, is to listen to what is presented in the national news media and then compare that information with what is being discussed in the international media – a cross cultural comparison. American’s tend to live inside of what I like to refer to as a “media bubble” that echoes much of the same messaging from channel to channel. Comparing information from international sources tends to deflate that bubble, or add to the breadth of knowledge on a topic. Content providers such as the BBC, Al Jazeera English and Russia Today present different perspectives which can be quite informing.

Last, one should understand what fallacious arguments are (errors in reasoning resulting in a misconception which can be used purposefully), and that there are more than 90 types of them. An example would be the ad hominem argument that attacks an individual’s credibility, vice a topic of discussion (Lindsay, 2012). Another type of fallacious argument that is frequently seen in news commentary is the failure to state technique. This technique allows the user to “attack” the subject matter and control the discourse by continually questioning it, vice stating one’s own position. Understanding and recognizing these techniques can prime a person to seek other sources of information, or to personally conduct research.

Share this:

Like this:

LikeLoading...

Related

About Ken S. Heller

Ken has worked in communications for more than 27 years – 21 of those in Army Public Affairs (involving print and broadcast journalism, internal information, media relations, crisis communications and community relations) for which he was awarded the Bonze Star for service in Iraq and the Legion of Merit upon retirement. Since leaving the Army, Ken has worked as a management consultant specializing in strategic planning, strategic communication, stakeholder relationship management, and business process reengineering. Ken’s education includes various advanced military studies, a BA in Humanities, and an MS in Psychology, specializing in media psychology .
You can contact Ken at ken@mediapsychology101.com.

Post navigation

2 thoughts on “Improving Personal Media Literacy”

This is great information. All of the points are valuable and have validity at different stages of what I call the “Media Dance,” the interaction that succeeds or fails in acquiring coverage.

But my journalistic upbringing taught me the value of real relationships with the media. I try to engage the media, at least those I want to cover my organization, in meaningful conversation when I have no story available. It’s at these times we can have the “what would you cover” conversation that’s non-threatening to either side.

True, as a communications professional representing an organization one does form a kind of symbiotic relationship with media representatives that tend to report in a favorable manner. They cover an occasional softball that is thrown their way, and you keep them up to date on the major issues. But isn’t that agenda setting in itself? Why isn’t that practiced to the same degree with those who may provide critical, yet fair coverage of a topic? The audience is the only one that is manipulated in the long run.

Which pills you really consider because the best weight loss pills? Obviously, if you’re obese or overweight you’ve surely requested this many occasions. Whatever our excess fat could be, we always wish to be slim and obtain a sound body. And also the best weight loss pills happen to be always desired.Identifying how rapidly you need to shed the load may be […]

Most of us have heard of Anton Mesmer and Jean Charcot. They were some of the first to dabble in the “mind cure” using hypnosis and the power of suggestion. But what role did syphilis play in the development of psychology? You’d be surprised. Join me and authors Dr. Allan Ropper and Brian David Burrell as we discuss their new ... Read More